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This article intends to explore the impact of Word of Mouth communications on customer acquisition in the construction industry. Its main objective was,to find the extent of applying incentives in Word of mouth communications as used by building contractor.This was due to the fact that Word of Mouth communications have been emphasised in many different industries and have achieved positive results especially when incentives were paid as a deliberate plan for marketing complex services and products. This article sought to find the extent of using word of mouth strategy in the construction industry since this industry is complex especially to new house owners.The study involveda sample of one hundred and twenty respondents whowere randomlypicked from a list of contractors registered with theMasvingo City Council. The researcher got personal details of contractors from City Council house inspectors, that is addresses, cell phones and company names and it was easy to conduct them. The researcher used a self-administered questionnaire to gather primary data required. The major findings of the research were that Word of Mouth communication method, customer to customer referrals, business cards, and cell phones were mainly applied in most contractor firmsto acquire new customers, but surprisingly most contractors although they appreciated the role of referrals and word of Mouth communications, they did not want to pay incentives to motivate satisfied customers who refer others to them. This implies that contractors have an attitudinal problem caused by lack of knowledge of the benefits of Word of Mouth and referrals to the companies. It is therefore essential for contractor managers to deliberately embrace the idea of paying incentives as a strategy for business growth and survival since competition is intensifying in the construction industry. Key terms: Word of Mouth, Communication, Customer Acquisition, Services, Construction industry.

The Impact ofWord Of Mouth Communications on Customer Acquisition in the Construction Industry. A case of Building Contractorsin Masvingo, Zimbabwe.